What do Gen Z and Millennials really think about AI for business? Adobe thinks it has the answer
It’s no secret that artists have a tortuous relationship with them AI art generators. The text-to-image technology has been labeled as not real art, and by some as literal data theft, which has led to copyright lawsuits and uproar within the creative community.
The debate surrounding the controversial technology has become so intense that some AI artists, working with the non-profit organization Creative Commons, are now calling on the US Congress for more influence on AI regulations in an attempt to detox the debate.
But does that mistrust, even hostility, extend beyond the creative community? Not according to Adobe, which recently surveyed more than 2,000 consumers and 498 customer experience and marketing professionals in Britain to get their opinions.
‘Wonder technology’ for companies?
It will come as no surprise to hear that Gen Z and Millennials are the most impressed with advances in generative AI. 52% said technology has a positive impact on their lives. Another 7% called it a ‘miracle technology’.
However, that positivity will have far-reaching consequences for companies.
Rightly so, where the best graphic design software and photos have built-in AI tools, 56% said this would help them be more creative in their own work. And they have similar expectations from brands. According to the survey, 25% of those classified as Millennial or Gen Z said they wanted companies to use the technology to create more interesting creative content. 76% believe the technology will help companies “make better products.” And 71% expect the tools to help improve a brand’s customer experiences.
And consumers are pinning their hopes on AI to make that happen. Of those surveyed, 35% want artificial intelligence to make it easier for them to find the things they’re looking for faster – in line with the 14% who said they want companies to use the tools to predict their next move. In the Generation Z/Millennial category, 26% claimed they want generative AI to make customer experiences more relevant and personalized. Perhaps hardly a shocking demand in the age of hyper-personalization.
For companies that want to benefit from generative AI, the focus is clear, according to respondents. 19% believe the most important use is improving product quality, while 17% say the top priority should be increased convenience and efficiency for employees.
It is striking that the older generations are less enthusiastic. 26% of Gen X and older consumers say installing guardrails to ensure responsible use is the most important factor, compared to 15% of younger consumers. Only 24% believe that improving the quality of products is a priority.
“As younger generations’ purchasing power and influence on public opinion increase, their views on generative AI are demanding companies’ attention. As companies implement this technology, they must deliver results across all demographics, address younger consumers’ expectations for better experiences and products, while recognizing the need for effective guardrails to ensure generative AI is used responsibly.” , said Suzanne Steele, Adobe’s vice president and general manager for Great Britain and Ireland.
Marketing and customer experience professionals are equally optimistic about the opportunities offered by the likes of Midjourney, ChatGPT and Adobe Firefly. 94% said they plan to use generative AI in their future work, and 79% are already using generative AI in addition CX tools. With competition increasing across all sectors, no one seems to want to be left behind.
When it comes to business benefits – from the business perspective – 89% of respondents say technology helps them create better content and more personalized experiences. 87% believe it helps them create more content and the same figure says AI helps them identify better customer journeys.